Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency

Chu-Bing Zhang, Zhuo-Ping Zhang, Ying Chang, Tian-Ge Li and Ru-Jing Hou

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

Abstract: As an indispensable platform for the interaction and relationship marketing in China, the systematic discussion about the impact of WeChat interaction on brand evaluation is still not well understood. Based on para-social interaction theory, this study examined the relationships between WeChat interaction, para-social interaction, brand evaluation and affiliative tendency, utilizing valid survey data of 216 Chinese users of WeChat. The findings of this study revealed that there is a positive relationship between WeChat interaction and brand evaluation, and para-social interaction plays a mediation role for its virtual intimacy. Compared to the high affiliative tendency, low affiliative tendency enhances the positive effect of para-social interaction on brand evaluation and the mediating path. Through detailed analyses, the conclusions identified para-social interaction as a mediator and affiliative tendency as a moderator in the relationship between WeChat interaction and brand evaluation. On the basis of these results, the practical implications for enterprises are discussed.

Keywords: WeChat interaction; Para-social interaction; Affiliative tendency; Brand evaluation (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003787

DOI: 10.1016/j.jretconser.2021.102812

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